Adapting the Journalism Tradition

Smarter ShiftPresident Mitchell Beer and Social Media Strategist Jenise Fryatt both originally trained as reporters. Mitchell spent seven years in journalism, including almost three years in Canada’s Parliamentary Press Gallery. Jenise worked as a news assistant for two years at the Palm Springs, California ABC TV affiliate, K-ESQ TV, and as a reporter for two years at the Palm Springs area’s Post newspapers.

And we see strong, steady news judgment as the starting point for an approach to online content curation that builds the story from the ground up, drawing on multiple reliable sources to make sense of a complex or controversial topic.

Smarter Shift’s approach to content strategy adapts the best traditions of daily journalism to online communications…with a few important differences.

We do produce snappy, accurate content while it’s fresh, in as many languages as necessary. We deliver compelling, relevant news and insights that help build conversations online.

We don’t operate as an independent news source and we never practice “gotcha” journalism. Our clients review every word before it’s published, and our highest goal is to use smart, honest content to help organizations meet their objectives.

Our work is built on a journalist’s passion for accurate, responsible storytelling and clear, precise writing.

We do take a careful, selective approach to online content curation by learning a subject area well, collecting all the source material we can find, picking the smartest, most reliable content, and revising it to deliver a consistent tone and message.

About Smarter Shift

Smarter strategies to get smarter messages out to the audiences you need to reach. That’s what a Smarter Shift is about.

Social media open up new channels—and a whole new list of do’s and don’ts—for anyone who needs effective, targeted communications. So if you’re trying to attract an audience, establish a market, or bring together a community of interest for a new way of doing things, why would you use old techniques to deliver the message?